If People Don’t Know, They Can’t Buy!

In the absence of product knowledge, shopper will buy what is cheaper, more attractively packaged, or more convenient to purchase. This is why they default to big box or online stores.
If you are a specialty store then you must help your customers break free from the gravitational pull of these big box or online stores.
The best way to do this is through customer education -- clearly explain why yours is the better purchase, even if your products may be more expense, less attractively packaged, or less convenient to purchase.
As a specialty store, your competitive advantage is usually the triumvirate of superior product, custom service, and local presence. But don’t expect your customers to automatically know this, you must tell them -- or better yet, show them.
If people don’t know, they can’t buy!
One of my favorite customer education tools is a business blog (which is what you are reading right now). A business blog is made up of usually short, frequently updated posts that are “easy to digest”.
The purpose of writing a blog is to regularly sharing information that your customers will find useful or interesting. Over time, you will gain a loyal group of appreciative readers who will, in their minds, establish you as the expert or specialist in your niche market or trade.
This “top-of-mind awareness” is the Holy Grail of marketing. Top brands like Apple and Coca-Cola know this. That’s why they still spend billions on advertising each year.
But you don't need billions to do this. You can start with a simple blog, and write about:

  • Why did you start your business?
  • What do you love most about your products or services?
  • How is your customers service better?
  • What is the advantage of buying local?
  • What do your customers say about your products or services?

You can add a blog on your own website very inexpensively (ask your web developer). You can even setup a free blog on Blogger, then link to it from your website. But if your website doesn't get many visitors, then you should consider subscribing to a business blog on high-traffic web sites like Alberni.ca or whichever web site your customers are already visiting -- because If no one see your blog, then it's a wasted exercise.
I’ll share some more tips on writing business blogs -- on my next blog. :-)
Remember: If people don’t know, they can’t buy!
 
PS - for more information about an Alberni.ca business blog subscription, please contact us.